Need
Coca-Cola South Africa and their distributor sought to collaborate on a program that connected with teens, touched on recycling and helped early childhood education, an important cause to the distributor.
Approach
The Give To Get founders worked with both the brand and the distributor to create multi-step activation that mobilized thousands of students. First, we created a hashtag and recycling contest among every high school around Johannesburg. The winning schools earned a chance to volunteer at local early-education schools and orphanages to earn tickets to see Busta Rhymes and Ciara.
Impact
The impact to the brand and community was better than expected. The activation created access for the brand to more than 150 new high schools along with a Twitter campaign that that trended 8 times (nearly half a million brand mentions) over the course of the activation. The students recycled 40 tons of aluminum cans throughout Johannesburg and brought dozens of early education sites up to code so they would be eligible for government funding. And finally, a wholly owned concert with 5,000 volunteers, bussed in from townships across Johannesburg, celebrating all of it.
Let’s Talk
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